"Andy Was Right" becomes a publisher
The Zurich-based content newsroom «Andy Was Right» is launching its own publishing unit in April. To that end, the startup is bringing Rebecca Breitenstein on board as head of the new department. The company is launching three brand universes to kick things off.
A new department with journalists and creators is being set up within the company for the new line of business. The new unit is to launch brand worlds on digital platforms and provide them with content. The aim is to develop new target groups and build up a network.
"Most marketing or communications companies have the idea, content and the client's brand world," says Roger Hämmerli, managing director of Andy Was Right. "But the reach is missing and has to be bought externally. With our publishing unit, we want to close this gap for clients and users."
Rebecca Breitenstein becomes head of the new unit
The start-up is bringing another journalist on board, Rebecca Breitenstein. The 27-year-old was the preferred candidate for the unit after holding positions at SRF, Vice and NZZ. "From my own experience, I can say that very few people embody the required qualities as well as Rebecca does. Normally, we have to build up this skillset in people first," explains Roger Hämmerli.
"Social media should stand for communication again"
The publishing unit will start with three different brand worlds. "The mix of different target groups was important to us," explains Editor-in-Chief Leo Wehrli. For new brands, a clearly recognizable orientation, their own tonality and imagery are central, Wehrli explains further. "Otherwise we have another generic trash portal that nobody needs. Social media should again stand for communication between people and pick people up where they are."
The big advantage of the network is that the brands will not only be used for reach, but will also provide insights into how target groups and niches think. In addition, specific sponsored platforms are built on customer demand.
The new brands will be continuously presented on the official channels of Andy Was Right.
